Sometimes you just can’t find the right words

Let me loose on your content.

Getting your website content right involves two main concepts:

  • Providing content that people will want to read.
  • Organising and arranging your content in a way to maximise your search potential.

Content Is King.

One of the simplest ways to achieve that success is in well-planned and presented content.

Your customers will love a site that explains what they need to know.   Google is also becoming increasingly sophisticated at assessing websites and is looking for the best answers to their user’s questions.

Shouting out into the void isn’t necessarily going to win you business.  You always need to ask the question, “what’s in it for them?” and significantly, “who are they?”.

Your website content needs to be shaped towards the ways in which your target customers research and buy.

Web search traffic is often broken down into (at least) three types:

If a customer already knows you, they may just search your name.  They just want to get to your site.  This is a customer who is making what Google call a “brand search”.

A typical search of this type might simply be: “Joe Bloggs Leeds”. They know who you are, but they can’t remember your website address.

This is a customer generally looking for information.  They are at the start of their customer journey.  They have an interest but need to be persuaded about the need for any suitable product, and then your product in particular.

This is where more detail is needed. You need to tell your story to bring the customer to you and build your credibility.

This customer knows exactly what they want and don’t need to be sold on a product. They are probably just looking for a price, availability and a contact number.

Your website is really trying to create an ideal balance that can answer all the searches you receive.  Matching the content to the right type of search is a great way to win new customers.


Organising Your Content To Maximise Your Search Potential.

The story you tell online is an important one and needs to match how people might look for you.

Thoughts to keep in mind:

  • How do your existing and new customers find you?  Is it by search, personal recommendation, brand recall or something else?
  • How credible and authoritative are you as a business in your sector?
  • Is there something missing that harms your credibility?  (For example, a lot of solopreneurs might not be a Limited Company, or they publish a mobile phone number rather than a landline).  Both of these can be red flags to buyers – even though you’re legitimate.

Interestingly, Google also operates in this way.  It seeks out information that establishes you as a credible source of answers to its searcher’s questions.

The balance to strike is structuring and writing content that is readable and interesting to the visitor, whilst also understanding the ‘geekery’ that keeps search engines like Google happy.


Help With Your Content.

I’ve been writing media content for decades, so can help you find the right strategy for your website and outline how the structure can be best organised to bring results.

I’ve also done a significant amount of training in the area of SEO, so can help you optimise your content.

Hands up.  I’m not going to promise you first place on Google.  If someone else promises that, run.  The process of ranking is constantly evolving, and you achieve it through longevity, reputation and well-presented content.  Like most businesses in the real world.

Years of WordPress Experience.

I’ve also been working with WordPress for more than a decade, so understand how to layout content and pages quickly.

I’m also not you.  Don’t take this the wrong way, but sometimes we all get a little too close to our own product, taking for granted what other people know.  Another pair of eyes can help you see things from your customer’s perspective. Your own expertise can get in the way.

Virtual Website Editor and Content Writer

If you need help with keeping on top of your website content then I can help. Whether that’s deciding your content strategy in broad terms, or acting as your virtual Web Editor. This can be on a one-off per hour basis or on a retainer with an agreed numbers of hours per month or quarter. 

Check out articles I’ve already written:

How Your Webcam Says More Than You Think.
Seville – Cool Things To Do In Spain’s Frying Pan.
Voice Over Rates – What Should I Charge?